QRCA Mission Statement: The Qualitative Research Consultants Association is dedicated to

advancing the discipline of qualitative research worldwide.

annualREPORT

2013

2

QRCA ANNUAL REPORT

I am honored to be serving as QRCA President; I began my term in September when I took over the role from Susan Saurage-Altenloh. I am grateful to both her and Susan Abbott for their years of service to the Board. I feel fortunate to be leading QRCA as it celebrates its 30th anniversary as an organization. The talented and dedicated volunteer leaders on the Board, in chapters, SIGs and on committees continue to make QRCA a valuable resource to both researchers and the marketing industry.

QRCA’s accomplishments in 2013 included development and approval of the 2014 – 2015 Strategic Plan. Building on past success, this dynamic document continues to provide guidance and focus to the Board, volunteers and staff as we work to accomplish the tasks outlined in the plan. I want to share specific accomplishments in each of the three major areas of the QRCA Strategic Plan.

Goal: Enhance Member Value• The new and improved QRCA website streamlines

information, education and resources for members through the Member Quicklinks, integrated Forum, and Group section that creates online communities for chapters, SIGS and committees.

• Launched QRCAtv, which features qualitative experts in short educational videos. It expands our conference content reach and enhances the member video library.

• Conducted a Member Survey that had a 54% response rate and provided valuable feedback for QRCA leaders.

Goal: Increase Stature of QRCs Among External Audiences• The Industry Relations Committee increased its

partnerships to eleven by adding three additional organizations – GreenBook, Quirk’s and UXPA – to continue its work in cross-promoting QRCA with other key organizations.

• The new QRCA website includes a clear and targeted user path for researchers and potential members based on research by the Hub Task Force.

• QRCA sponsored a qualitative research track at GreenBook’s IIeX Philly Conference. Nearly a quarter of the 435 attendees were research buyers, 100 people attended QRCA sessions, and VIEWS were distributed.

• QRCA sponsored two Global Scholarships for the Annual Conference, and 2013 winners came from Honduras and Argentina.

• The Brand Communications Committee undertook research to help inform marketing for QRCA and its members which resulted in 138 completed surveys with clients and 12 follow-up interviews.

• Highlighted our industry expertise and best practices via QRCA’s public LinkedIn discussion group which ended the year with nearly 6,900 members.

Goal: Sustainable Organization • Created two task forces, Revenue and Membership

Expansion, to focus on sustainability and member value.• A Social Media Policy Manual was developed to

institutionalize knowledge and provide guidance to leaders.

President’s Report by Kendall Nash

2013/2014 Board (left to right): Monica Zinchiak, Marc-André Leduc, Corette Haf, Liz Van Patten, Manny Schrager, Kendall Nash, Susan Sweet, Mark Sumpter, Shaili Bhatt

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2013

Shannon Pfarr Thompson, CAEExecutive Director

Darrin Hubbard, CAEAssistant Executive Director

David Ewald, CAESenior Advisor

Julie CyganEvent Planner

Laurie Pumper, CAECommunication Director

Nicki BrunnerArt Director

Kendall NashPresident

Manny SchragerTreasurer

Marc-André LeducDirector

Mark Sumpter Vice President

Shaili BhattDirector

Susan SweetDirector

Monica ZinchiakSecretary

Corette HafDirector

Liz Van PattenDirector

2013/2014 Board of Directors

QRCA Staff

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QRCA ANNUAL REPORT

Committee Leaders:Missy Carvin – Annual ConferenceKathy Jacobs-Houk – Annual Conference

Simon Patterson – AQR/QRCA Joint ConferenceFoster Winter – AQR/QRCA Joint Conference

Rebecca Bryant – Brand Communications

Kelly Heatly – Connections

Judy Langer – Field Michelle Finzel – Field

Susan Saurage-Altenloh – Industry RelationsRick Weitzer – Industry Relations

Ilka Kuhagen – International Manuela Fletcher – International

Philip Smith – Membership

Kendall Nash – Nominating

Rachael Krupek – QcastLiz Van Patten – Qcast

Laurie Tema-Lyn – QRCA VIEWSJoel Reish – QRCA VIEWSKay Aubrey – QRCA VIEWS

Freddie Williams – Sponsorship

Jennifer Dale – TechnologyDorrie Paynter – Technology

Task Force and Advisory Committee Leaders:Steve Appel – Public Relations Advisory GroupChris Kann – Public Relations Advisory GroupDiane Harris – HistorianJim Berling – Investment Advisory GroupRick Weitzer – Member Expansion Task ForceRevenue Task Force – Joel ReishJeff Walkowski – Matchmaker

Chapter Leaders:Elizabeth Jenkins – CanadaCatherine Dine – CanadaWendy Shaw – Canada

Kat Figatner – IL/Chicago Steve Hudson – IL/Chicago

Pascal Patenaude – Eastern CanadaMarc-André Leduc – Eastern Canada

Michelle Ellis – Florida Albert Sanchez – Florida

Joel Reish – SoutheastRandi Stillman – Southeast

Roben Allong – NY/Metropolitan NYCLawrence Tobias – NY/Metropolitan NYCManny Schrager – NY/Metropolitan NYC

Angela Clark – MI/Detroit Metro

Elaine Gingold – Minnesota

Rick Weitzer – MissouriKrista Knuffman – Missouri

Linda Callahan – New EnglandRosemary Driscoll – New England

Marty Johnson – OH/IN/KYKathy Glandorf – OH/IN/KY

Jeff Etherton – Pacific NorthwestRegina Szyszkiewicz – Pacific Northwest

Laurie Tema-Lyn – Philadelphia/Delaware Valley Abby Leafe – Philadelphia/Delaware Valley

Jen Berkley Jackson – CA/San FranciscoJanet Standen – CA/San FranciscoJudy Riggs – CA/San Francisco

Jay Zaltzman – Southern California

Vice President’s Report by Mark Sumpter

One of the more rewarding jobs performed by the Vice President is overseeing and coordinating the QRCA volunteer leaders who serve on committees, advisory groups, chapters and SIGs. The following leaders deserve recognition for their outstanding dedication to QRCA and its members during 2013. Only through the efforts of these proven leaders is QRCA able to accomplish so much. Thank you!

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2013

Lauren Goldberg McCluskey – Southern California

Barbara Gassaway – Washington D.C.

Julia Spink – Virtual Samantha Loggenberg – Virtual

Mike Courtney – TX and FriendsKelly Heatly – TX and FriendsApril Bell – TX and Friends

SIG Leaders:Isabel Aneyba – LatinoLiliana Caceres – Latino

Christiane Hile – Creativity + InnovationMarta Villanueva – Creativity + Innovation

Batool Batalvi – Pharma/Healthcare Caroline Volpe – Pharma/Healthcare

Antonella Fabri – Ethnography Isabel Aneyba – Ethnography

Jinghuan Liu – Young ProfessionalsBen Smithee – Young Professionals

Amy Savin – Online Regina Szyszkiewicz – Online

Some of the initiatives that emerged from QRCA committees and SIGs during 2013 are highlighted below:

• The International Committee selected two individuals for the Global Outreach Scholarship. Jorge Bueso (Honduras) and Pablo Sánchez Kohn (Argentina) were the 2013 recipients and attended the Annual Conference in San Diego, CA.

• The Membership Committee conducted a survey of the members to get a pulse on member satisfaction and involvement with QRCA and received a 54% response rate.

• Nine Qcasts were held on a variety of topics throughout 2013 and are available in the archive on the website. A simulcast presentation on Social Media Research from the Annual Conference was held in October with 57 virtual attendees and a full room of conference attendees sharing in the learning.

• The Hub Task Force redesigned the website layout.• The Technology Committee continues to improve the

user experience and has also undertaken initiatives to optimize website SEO.

• The Field Committee fielded a survey to QRCA Members, Quirk’s Subscribers and MRA members on the cheater-repeater issue. The report will be issued in 2014.

• The Social Media SIG was established to learn about new social media listening platforms, participating in case studies, and expanding qualitative social media engagement practices.

Finally, QRCA’s chapters and SIGs held numerous in-person and virtual meetings joining members in the sharing of best practices, new techniques, resources and camaraderie. Connecting and learning from fellow QRCA members has made qualitative researchers much more valuable to their clients. In many ways, our chapters serve as the face for QRCA, and we are grateful for the leadership taking place across the globe in bringing QRCA members together.

Top: Attendees at a Southeast Chapter Meeting in May, 2013Bottom: Members of the Virtual Chapter at the 2013 Conference in San Diego

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QRCA ANNUAL REPORT

The 2013 election for the 2013 – 2015 QRCA Board of Directors included three open slots as Susan Saurage-Altenloh and Susan Abbott completed their terms and Monica Zinchiak was up for re-election. The following members were elected by their colleagues to serve on the Board: Marc-André Leduc, Susan Sweet and Monica Zinchiak.

The Board Members elected to serve as Officers (2013/2014) include: Kendall Nash, President; Mark Sumpter, Vice-President; Manny Schrager, Treasurer; and Monica Zinchiak, Secretary.

QRCA gratefully recognizes Susan Saurage-Altenloh and Susan Abbott for their years of dedicated and exemplary service on the Board, which included a term as President for Susan S-A. Both completed their terms in September of 2013 and collectively represented 8 years of experience on the QRCA Board.

Additional improvements that were accomplished in 2013 include:• Board Policies were updated and a SIG Best

Practices document was developed. • All policies are available on the QRCA website

under About Us, Bylaws and Policy Manuals

Secretary’s Report by Monica Zinchiak

Susan AbbottPast Director

Susan Saurage-AltenlohPast President

Key QRCA supporters that we recognize and thank:

• QRCA Annual Conference Sponsors

• QRCA Annual Conference Exhibitors

• QRCA VIEWS Advertisers

• QRCA Qualocator Advertisers

• Partner associations (AMA, AQR, ARF, ESOMAR, GreenBook, MMRA, MRA, MRIA, PMRG, Quirk’s, UXPA)

Year-End Membership 2003 - 2013

600

700

800

900

'12'11'10'09'08'07'06'05'04'03 '13

818

904

970

947

976969

935

881

901

919

890

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2013

Member Retention 2003 - 2013

0

20

40

60

80

100

85%

'12'11'10'09'08'07'06'05'04'03 '13

89%86% 91% 85% 90% 86% 87% 86% 88% 88%

New Members 2003 - 2013

50

100

150

200

'13'12'11'10'09'08'07'06'05'04'03

181

163

127

136

151

117

102

89

122

145

112

2013 Global Outreach Scholarship Recipients

Foundation Scholarship

JORGE BuESO,LA LIMA, HONDuRAS

“QRCA provided

sharing…a welcoming

environment…

demonstrated the value of

sharing your knowledge.

It’s very tactical in nature,

and I really enjoyed that

– it gave specific nuggets I can use.

Specifically, behavioral economics was a

session that really helped.”

Advanced Scholarship

PABLO SANCHEZ KOHN,BuENOS AIRES, ARGENTINA

“The best way of learning

is to get in touch with a

community…make bonds

with people who have the

same passions and

interest. This experience

makes me believe harder

that there is always a lot to learn. If you are

next to people who are open to share, it’s a

great way to keep learning and getting

better. I am part now of a community that is

open to sharing …a community of

knowledge.”

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QRCA ANNUAL REPORT

QRCA continues to be a financially strong organization with cash reserves of nearly $638,000, which is better than the industry standard of 6 to 12 months of operating expenses. QRCA continues to follow a conservative investment plan based on the Investment Advisory Group’s recommendations. In 2013, this resulted in a positive gain of 2% on investments. Membership dues revenue was down slightly in 2013 compared to 2012, but remains strong at nearly $250,000 and our other major revenue stream, the Annual Conference, saw income go up about 7%.

Key financial activities in 2013:• Signed 3-year contract with management company• Updated QRCA website• Continued to allocate funds toward brand awareness• Supported committee initiatives: Qcasts, International

and VIEWS • Followed investment plan set in place in 2010

QRCA budgeted for a nearly $18,000 negative net income in 2013 due to investment spending in branding, the website and committees. However, we trimmed the expected loss by over $4,000 due to strong registration at the Annual Conference and the Board and committees monitoring expenses closely.

Looking forward, QRCA plans to focus on enhancing membership value, thereby supporting recruitment and retention efforts; seeking new revenue streams and enhancing existing ones; continuing to maintain appropriate reserves; and investing reserves to safely maximize returns.

Treasurer’s Report by Manny Schrager

Statement of Cash FlowsOperating Activities Jan-Dec 2013

Net Income $ (13,782)

Accounts Receivable $ 10,855Prepaid Expenses $ 12,639Prepaid QRCA/AQR Conference $ (8,000)Prepaid Expenses Annual Conference $ (30,000)Accounts Payable $ (1,057)Deferred Revenue – Dues $ (29,035)Net Cash Provided by $ 58,380Operating Activities

Financing Activities

Unrealized gain/loss on Investments $ 7,856Retained Earnings $ 5,386Net cash provided by Financing Activities $ 13,242

Net cash increase for period $ 45,137Cash at beginning of period $ 681,421Cash at end of period $ 636,284

Attendees at a Philadelphia/Delaware Valley Chapter Meeting in May, 2013

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2013

Balance Sheet

$ 182,360$ 13,974

$ 439,654$ 10,258$ 49,774

$ 696,020

$7,110$ 112,902$ 120,012

$ 37,996$ 551,794

$ 13,782$ 576,008$ 696,020

$ 185,501$ 13,918

$ 430,557$ 21,112$ 24,118

$ 675,206

$4,988$ 141,938$ 146,926

$ 30,140$ 455,339

$ 42,801$ 528,280$ 675,206

$ 154,897$ 13,852

$ 410,282$ 15,879$ 28,624

$ 623,534

$16,095$ 142,795$ 158,890

$ 11,369$ 452,453

$ 822$ 464,644$ 623,534

$ 116,900$ 13,739

$ 398,466$ 40,103$ 29,486

$ 598,694

$ 8,851$ 136,388$ 145,239

$ 1,002$ 431,766

$ 20,687$ 453,455$ 598,694

2013 2012 2011 2010

CashMoney MarketInvestment AccountsAccounts ReceivableOther Current AssetsTotal Assets

LiabilitiesAccounts PayableDeferred Member DuesTotal Liabilities

EquityGain/Loss on Investment Retained EarningsNet IncomeTotal Equity

Total Liabilities & Equity

Assets

Liabilities & Equity

Revenue 2013 Expenses 2013

Membership

Leading Edge Rebate

Annual Conference

Chapter Income

Management Fees

Annual Conference

Board of Directors

Administrative Expenses

Committee & Chair Operations

52%

5%5%

38%

43%

27%

16%

8%5%

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QRCA ANNUAL REPORT

Mission Bay, San Diego, was the perfect backdrop for QRCA’s 28th Annual Conference held October 16-18, 2013. The weather was balmy and the setting beautiful. The Hyatt Regency Mission Bay offered astonishing accommodations with plenty of opportunity to spend time in the sunlight. The venue was only one reason for our record attendance (257), which was the highest since Vancouver in 2007. Another key motive for attending was likely the stellar line-up of presentations, 24 in all. Here’s what attendees had to say:

• “The venue was exquisite.”• “High quality workshops.”• “Workshop variety and amazing location with fantastic

group of people willing to learn, as well as share.”• “The caliber of speakers was amazing. The location made

for an incredibly warm, relaxed atmosphere that carried through the rest of the conference.”

• “The ability to be outside so frequently!!! The party Thursday night was great as well. And a great Keynote address.”

This year’s theme, Mission Exploration, was kicked off at a plenary session of QRCA Talks: “Your Brain on Qual” that focused on neuroscience, what we know and what we don’t, and its applications for QRCs.

In order to pack as much learning in as possible, a second offering of InterCHANGE sessions was added bringing the number to nearly two dozen.

The keynote speaker, Merrill Dubrow, from M/A/R/C, spoke on “Evaluating the Current and Future State of Qualitative Research,” which challenged our association and us as individual practitioners to lead the next wave of change coming to our industry. He “gave us a swift kick in the pants – got me energized.” “Really motivating and challenging to make QRCA members push our industry further.”

We made time to enjoy mingling with old friends and meeting new ones. Thursday evening’s “Exploration Old Town: Join the Fiesta” saw the entire square dedicated to our use with lots of eating, drinking, dancing, and even shopping.

Missy and I thank all who helped make this conference a big success. It was rated 4.7 out of a possible 5 on overall impression; the highest in recent years. We are grateful to our sponsors and exhibitors and especially to those who started the association 30 years ago. Sombreros off to them!

We look forward to seeing everyone in New Orleans, October 15-17, 2014!

2013: Immerse yourself in qualitative research trends

by Kathy Jacobs-Houk

Attendees thoroughly enjoyed their time at the 2013 Annual Conference in San Diego

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2013

Maryanne Pflug Spirit Award

Farnaz Badie was the 2013 Recipient of the Maryanne Pflug Spirit Award. Presented each year since 2003, this award honors the memory of a much-loved and cherished former QRCA member and her contributions to QRCA. The award upholds and celebrates QRCA’s cultural heritage of collegiality among members and commitment to the organization, and is awarded to a member who demonstrates “spirit” in the association. Recipients demonstrate the qualities and characteristics that Maryanne embodied: friendliness, creativity, commitment to QRCA, leadership, optimism, humor, mentorship, a passion for life, and unconditional positive regard for all.

This year’s recipient, Farnaz, is gifted with all of those qualities and is the picture of warmth and friendship. Her contributions to QRCA include being the speaker chairperson for the 2013 annual conference and on the speaker team for the 2012 conference, serving on the HUB task force to revamp the QRCA website, serving on the International Committee and co-chairing the Mentoring Task Force.

President’s Award

The 2013 President’s Award was presented to Pat Sabena. This award is given for exemplary service and dedication to QRCA.

Pat Sabena has been an active and engaged member of QRCA since 1989 and has served in many roles, including on the Board, which culminated in her role as President. She regularly presents at conferences and chapter meetings, and serves QRCA in many ways. Pat is an avid supporter of the QRCA/AQR conference and serves that committee on the Speaker Committee. Pat is also on the Industry Relations Committee as the AQR liaison, VIEWS Editorial Board and International Committee.

Rising Star

Rachael Krupek was the winner of the 2013 Rising Star Award. Since she joined QRCA in 2008, she has been a passionate and active volunteer who has taken on critical roles with enthusiasm, dedication, and effectiveness. Some of the contributions that Rachael has made to QRCA since she joined include: chair of the Qcast Committee; 2013 Nominating Committee; Public Relations Advisory Group; and member of Young Professional and Online SIGs. She also finds joy in getting other people involved so that others can share in the great benefits of being involved in QRCA.

The QRCA Board approved the Rising Star Award in 2009. Its goal is to provide recognition and incentive to QRCA members who have less tenure with the Association and yet have made significant contributions. Rachael is a wonderful role model for new members, showing how getting involved can benefit members both personally and professionally.

Farnaz Badie

Pat Sabena

Rachael Krupek

Congratulations to our 2013 Award Winners